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The Story of Elasticizer

As iconic as the famous Client it was created for back in 1974, Elasticizer Deep-Conditioning Treatment is the hair mask for dry, damaged hair that has stood the test of time. Today, it remains our bestselling hair damage treatment ­— with one sold every minute.

Hailed for its ability to revive dehydrated, thirsty tresses in as little as 20 minutes, this multi-award-winning hair conditioning mask has amassed a cult following. Elasticizer is a firm favourite with countless celebrities such as Cate Blanchett, Kate Winslet, Georgia May Jagger and Rochelle Humes, plus leading UK influencers Lorna Luxe, Olivia Attwood and Amber Rose Gill, who cite is as their go-to deep-conditioning hair mask.

In the 45 years since it was created, this miracle mask has garnered beauty industry acclaim, winning over 35 prestigious awards 

Including Best Nourishing Hair Treatment in Marie Claire Hair Awards 2021, Best Hair Product in QVC Beauty Excellence Awards and Vogue 100 Beauty Hall of Fame — further cementing its popularity and efficacy. Elasticizer’s proven formulation has inspired other pre-shampoo products within our treatment family too, including innovative additions still yet to launch. Keep your eyes peeled for updates!

Talking about the origin of Elasticizer, Brand President and Trichologist Anabel Kingsley said: “My father formulated his products for real-life hair and scalp concerns, creating each product for a specific problem he encountered in his London and New York Clinics. In the 1970s, Audrey Hepburn went to see my dad as her hair was very dry and broken from constant heat styling on movie-sets. However, the post-shampoo treatments she had been using were leaving her hair lank, heavy and lifeless. Her strands needed both moisture and volume, but a product that delivered both didn’t exist. Tasked by Audrey, my father went to work in his laboratory and came up with the world’s first pre-shampoo conditioning treatment."

"Elasticizer plumps strands with moisture and seals the outer cuticle with Castor and Olive Oil, but as excess residue is shampooed away, it won’t weigh down even the finest of hair,” she added. “Audrey used to have pots of it shipped to her home in Switzerland. Back then, the formula was a thick paste and had to be mixed with water at-home!

The unrivalled, untouched formula delivers remarkable results from the very first use. Tackling a host of hair concerns, from dryness to breakage and frizz, it makes for the perfect addition to every hair care regime. As well as immediate results, this ultimate at-home hair treatment improves hair health over time, recovering softness and movement and restoring moisture, bounce and shine in one fell swoop.

Read on as we recount the revolutionary story of Elasticizer through the years…


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